Assessfy Pvt. Ltd Beginner 5 milestones 100 marks

Brand Audit and Repositioning Strategy for a Local Mumbai D2C Brand

Target year: MMS Sem 1-2 (Marketing Management) AICTE: 2 credits · ~50 hrs Bloom: Apply MU CBCS: MM103 Marketing Management

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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Milestones

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Core skills

About this project

Pick a real Mumbai-based D2C brand (e.g., Mamaearth, BlueTokai, Boat Lifestyle, FableStreet). Conduct a brand audit — positioning, target segment, 4Ps, competitive set, brand equity (Aaker model). Propose a repositioning strategy + new IMC plan with budget.

Course Learning Outcomes (CLOs):
CLO1: Apply brand-equity frameworks to a real brand.
CLO2: Conduct competitive + customer analysis.
CLO3: Develop a positioning statement + repositioning rationale.
CLO4: Plan an IMC campaign with budget allocation.

Industry/societal relevance: India D2C market is $100B+ TAM by 2025. Mumbai-based D2C brands (Mamaearth, Boat, MyGlamm, Wakefit) hire MBA brand managers heavily.

Milestones

1. Brand Selection + Secondary Research

15 marks 5d

Pick brand + justify. Compile secondary data: market share, financials, recent campaigns. 5-page brief.

2. Brand Audit

20 marks 10d

Apply Aaker brand-equity + Keller CBBE. Map current positioning on perceptual maps.

3. Customer Research

25 marks 12d

Survey 50 target customers (Google Form). Conduct 5 depth interviews. Synthesize themes.

4. Repositioning Strategy

20 marks 12d

New positioning statement, target segment shift (if any), 4P changes. Justify with research data.

5. IMC Plan + Pitch Deck

20 marks 11d

12-month IMC plan: media mix, content calendar, budget (₹50L). 18-slide pitch deck + 6-page report.

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Skills you'll learn

Brand audit frameworks (AakerKeller CBBE)Competitive analysisIMC planningPrimary research (interviews)Strategic recommendation writing

Tools used

Google TrendsSimilarWeb (free)Brandwatch (student trial)MS PowerPointCanvaSurvey MonkeyExcel

Prerequisites

Marketing Management core course; basic statistics; comfort with PowerPoint + Excel

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